Using the mass-media to target obesity: an analysis of the characteristicsand reported behaviour change of participants in the BBC's 'Fighting Fat, Fighting Fit' campaign

The study aimed to assess the characteristics and reported behaviour change of participants in the BBC's 'Fighting Fat, Fighting Fit' (FFFF) campaign. A postal questionnaire survey was sent to a random sample of 6000 adults r egistering with the FFFF campaign at the start of the campaign and 5 months later. Demographic characteristics, weight, eating behaviour and activity patterns were assessed. In total, 3661 respondents completed the baseline q uestionnaire and 2112 (58%) of these completed a follow-up evaluation quest ionnaire 5 months later. The majority of evaluation participants were women and classified as 'overweight' or 'obese', Participants reported significa nt reductions in weight, and in fat and snack intake, and significant incre ases in exercise levels, and in fruit, vegetable and starch intake during t he 6 months of the campaign. These effects remained significant if non-resp onders were assumed to have made no change. These results show that mass-me dia campaigns might make a contribution to weight control at the population level, but particular subgroups such as men and people under 25 may requir e specifically targeted campaigns. In addition, whilst such campaigns may i nitially attract obese people, they may be more likely to drop out of the c ampaign than overweight and normal weight individuals.